TRAP@NCI

The Use of Mobile Technology to Gather Consumer Insights.

Markey, Martin (2010) The Use of Mobile Technology to Gather Consumer Insights. Diploma thesis, Dublin, National College of Ireland.

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Abstract

This dissertation is an examination of the determinants of change in innovation diffusion and an assessment of the relevance of innovation theory as an explanation of market dynamics and a causal factor in strategic change for businesses operating in the market research industry, with particular emphasis on Ireland. The focus of the study is the use of mobile research; the sample group was the mobile telephony providers and market research companies.

Research methodology consisted of a review of the pertinent literature, an analysis of industry debates and a survey of practitioners. The results of the analysis of these three sources were then compared and contrasted in an attempt to validate the hypothesis and ancillary questions.

In brief, the uptake of mobile research has been slow because:
- In the current downturn it is not perceived as conferring any immediate competitive advantage to market research practitioners.
- It is dependent on a change in consumer behaviour - namely the adoption of Smartphones.
- It is dependent on a change of behaviour amongst market researchers.
- It will require learning/a level of technical expertise amongst market researchers.
- It requires a convergence of perceived mutual advantage to network providers, software providers and market research practitioners.
- Mobile research will happen, the reasons for it are compelling, so it is a question of when it will reach critical mass and also how it will happen.

Item Type: Thesis (Diploma)
Subjects: H Social Sciences > HF Commerce > Marketing > Consumer Behaviour
H Social Sciences > HF Commerce > Telecommunications in Business > Mobile Telephone Networks
T Technology > TK Electrical engineering. Electronics. Nuclear engineering > Telecommunications
Divisions: School of Computing > Higher Diploma in Business in eBusiness
Depositing User: SINEAD CORCORAN
Date Deposited: 29 Mar 2011 09:53
Last Modified: 10 Dec 2014 15:32
URI: http://trap.ncirl.ie/id/eprint/501

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